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Celebrity advertising in the case of negative associations: discourse analysis of weblogs

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  • Ulun Akturan

Abstract

Purpose - The purpose of this paper is to examine celebrity advertising in the case of negative associations. Design/methodology/approach - In total, 451 posts were captured permanently from randomly selected weblogs, and analyzed by discourse analysis. The basic emerging themes therein have been isolated and interpreted, and a model of celebrity endorsement in the case of negative information has been developed. Findings - When a celebrity becomes involved in an undesirable event, the consumers' perceptions of the celebrity may or may not change. This study argues that this situation is influenced by “the level of negativity”, “the level of blameworthiness”, “admiration” and the “message content”. In addition, it was found that the admiration affects the perceived image of the celebrity and it is also affected by “the level of negativity” and “the level of blameworthiness”. Furthermore, the message given is directly associated with the “negativity”, “blameworthiness”, “perception of the celebrity”, and “the perception of the brand”. Research limitations/implications - The present study examined only one case of celebrity advertising. Practical implications - The expectations and attitudes of the identified segments should be taken into consideration when firms develop marketing programs. Originality/value - This study, unlike others, analyzes the case of the continuance of the endorsement relationship between the company and the negatively publicized celebrity.

Suggested Citation

  • Ulun Akturan, 2011. "Celebrity advertising in the case of negative associations: discourse analysis of weblogs," Management Research Review, Emerald Group Publishing Limited, vol. 34(12), pages 1280-1295, November.
    • Handle: RePEc:eme:mrrpps:v:34:y:2011:i:12:p:1280-1295
    DOI: 10.1108/01409171111186405
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    Citations

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    Cited by:

    1. Khalid Alharbi & Joon Kyoung Kim & Christopher Noland & Jackson Carter, 2022. "When Corporate Social Advocacy Meets Controversial Celebrity: The Role of Consumer–Brand Congruence and Consumer-Celebrity Congruence," Sustainability, MDPI, vol. 14(3), pages 1-19, February.
    2. Eleonora Seimiene & Tamara Jankovic, 2014. "Impact Of Congruence Between Sports Celebrity And Brand Personality On Purchase Intention: The Case Of Mineral Water Category In Lithuania," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 5(1).
    3. Xuhui Wang & Asad Hassan Butt & Qilin Zhang & Nouman Shafique & Hassan Ahmad, 2021. "“Celebrity Avatar†Feasting on In-Game Items: A Gamers’ Play Arena," SAGE Open, , vol. 11(2), pages 21582440211, May.
    4. Abdullah Malik & Bushan D. Sudhakar, 2014. "Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature," International Review of Management and Marketing, Econjournals, vol. 4(4), pages 259-275.

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